健康产品电商营销中的消费者信任机制构建策略研究

Research on Consumer Trust Mechanism Construction Strategies in E-Commerce Marketing of Health Products

摘要: 随着健全“互联网 + 医疗健康”服务体系持续推进，健康产品电商市场发展呈爆发式增长。但该领域产品的高感知风险、强专业性与信息高度不对称性，使消费者信任缺失成为制约行业健康发展的一大瓶颈。立足这一现实问题，论文基于信号理论、信任转移理论与SOR (刺激–有机体–反应)模型，构建了一个包含制度信任、认知信任与情感信任的三维动态信任机制理论框架。系统剖析了不同维度的关键影响因素，并据此提出相应策略。在制度信任层面，通过强化平台规则、创新信用评价体系与引入多重权威背书来奠定信任基石；在认知信任层面，通过优化高质信息呈现、开展KOL/KOC互动营销与构建专业品牌形象来建立理性认知；在情感信任层面，通过精细化社群运营、提供个性化关怀与履行社会责任来培养深度情感联结。研究认为，健康产品电商的信任构建是一个从降低风险感知到提供专业价值，最终达成情感共鸣的递进过程。本研究旨在为相关企业破解信任难题、实现可持续增长提供系统的理论支撑与实践路径，同时丰富电子商务信任理论在垂直领域的应用。

Abstract: With the continuous advancement of the “Internet + Healthcare” service system, the e-commerce market for health products has experienced explosive growth. However, the high perceived risk, strong professionalism, and significant information asymmetry in this field have made the lack of consumer trust a major bottleneck restricting the healthy development of the industry. Addressing this practical issue, this paper, based on signal theory, trust transfer theory, and the SOR (Stimulus-Organism-Response) model, constructs a three-dimensional dynamic trust mechanism theoretical framework encompassing institutional trust, cognitive trust, and affective trust. It systematically analyzes the key influencing factors across these dimensions and proposes corresponding strategies. At the institutional trust level, strategies include strengthening platform rules, innovating credit evaluation systems, and introducing multiple authoritative endorsements to lay the foundation of trust. At the cognitive trust level, strategies involve optimizing the presentation of high-quality information, conducting KOL/KOC interactive marketing, and building a professional brand image to establish rational cognition. At the affective trust level, strategies focus on refined community operations, providing personalized care, and fulfilling social responsibilities to cultivate deep emotional connections. The study argues that trust construction in health product e-commerce is a progressive process, moving from reducing perceived risks to providing professional value, and ultimately achieving emotional resonance. This research aims to provide relevant enterprises with systematic theoretical support and practical pathways to overcome trust challenges and achieve sustainable growth, while also enriching the application of e-commerce trust theory in vertical sectors.